Digital Marketing Campaign for Startup and Innovation Matching Grant Programs




National Innovation Ecosystem Project (GENIE) – P152441

Loan # IBRD-8595-GE

Digital Marketing Campaign for Startup and Innovation Matching Grant Programs

Reference Number. GE-GITA-107040-CS-CQS



The Government of Georgia has secured support from the World Bank Group (the Bank) for the Georgia National Innovation Ecosystem (GENIE) Project in the amount of US $23.5 million. The main objective of the project is to increase innovative activities of the micro, small, and medium-sized enterprises (MSMEs) and individuals in Georgia and their participation in the digital economy. The Project will enhance Georgia’s national innovation ecosystem through an integrated approach across three components, plus project implementation support.

Component 1: Innovation Infrastructure. The component will: (a) develop a network of Regional Innovation Hubs (RIH) and Community Innovation Centers (CICs) in selected cities, towns and villages of Georgia; and (b) design and pilot a Broadband-for-Development (BfD) program to support the increase in adoption and use of broadband internet services and advanced information technology by eligible households and eligible Micro, Small, and Medium Enterprises (MSMEs), with a focus on rural areas.

Component 2: Innovation Services. This component provides training and technical assistance in support of developing the digital economy skills of individuals and support of firms receiving financial support under the Innovation and Startup Matching Grants programs.

Component 3: Innovation Financing. This component supports the: (a) provision of Matching Grants, selection of eligible MSMEs for receipt of Matching Grants and supervision of Matching Grants; (b) provision of technical assistance to Eligible MSMEs to prepare and implement Sub-Projects; (c) provision of Applied Research Grants to selected scientists through the Shota Rustaveli National Science Foundation (the Foundation); and (d) provision of technical assistance and related costs to the Foundation for the administration of the Applied Research Grants program, as well as to GITA and Enterprise Georgia, in administering support to MSMEs.


Implementing Institutions.

The central institution responsible for coordination of the project is Georgia’s Innovation and Technology Agency (GITA) under the Ministry of Economy and Sustainable Development of Georgia (MoESD). GITA is responsible for all project implementation except for the Applied Research Grants program implemented by the Shota Rustaveli National Science Foundation. It will coordinate the gathering and processing of the results of monitoring, reporting, fiduciary functions, and safeguard procedures in close cooperation with relevant institutions participating in the project.


The objective of assignment

The objective of this assignment is to conduct the digital marketing campaign for The Startup Matching Grants Program and Innovation Matching Grants Programs during 2019.

Scope of Work and Deliverables

Following the objective of this assignment the selected company shall assume the following scope of work:

  1. Conduct social media campaign for Startup-Matching Grants – two rounds, duration of each 40 days;
  2. Conduct social media campaign for Innovation Matching Grants – three rounds, duration of each 30 days


Expected outcome for each round of campaign:


Campaign components


Expected minimum results of each round:

Elaborate creative posts for the Startup Matching Grants Program for different channels used within the campaign

Engagement: 40 000

Views: 350 000

Clicks: 15 000

Total Impressions: 4 000 000


Create Facebook posts (minimum quantity 12 for each round) including production of posts/ HTML banners describing procedures of the Startup Matching Grants Program

Boosting Facebook posts through existing:

main video and tutorial video and success stories (to be provided by the client)

Conduct YouTube advertising Campaign

Promote activities using Instagram Posts to reach target audiences

Create Facebook Pixel to analyze behavior and show ads to website visitors (

Deliver information to the target audience using Google Display Network, Google Search and Google remarketing campaign

Target audience:

  • Age: 20-50
  • Location: Tbilisi, whole country: Georgia
  • Interests: modern technologies, information technologies, smart technologies, virtual reality, digital tools, physics, math, startup weekend, venture capital, technological news, smart tools, social innovation, Mashable, 1001 Inventions, Bloomberg, Business Insider, Tech insider, Google, facebook, digital trends, grants, business grants, business incubator, innovative ideas, The Nerdist, GoFundme, TechRadar.

Behaviors: Small and medium business owners, smartphone users, startup owners, followers of innovative trends, patent owners, decision makers, innovators.

Duration of assignment is 5 months and it is expected to commence in May, 2019.

Georgia’s Innovation & Technology Agency (GITA) now invites eligible consulting firms ("Consultants") to express the interest in providing the Services. Interested Consultants should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services. The shortlisting criteria are:

  • General experience of consultant in online Social Media Management;
  • Experience in similar campaigns, conducted during past 2 years (since January, 2017).


Note: the GITA reserves it’s right to verify submitted references and use obtained information for evaluation purposes.

Estimated budget of assignment is 20,000.00 USD (including all taxes).


The attention of interested Consultants is drawn to paragraph 1.9 of the World Bank's Guidelines: Selection and Employment of Consultants under IBRD Loans and IDA Credits & Grants by World Bank Borrowers, January 2011, revised July 2014 ("Consultant Guidelines"), setting forth the World Bank's policy on conflict of interest.

Consultants may associate with other firms. (Please take into account that form of association acceptable for the World Bank is either sub-consultancy or Joint-Venture and submission must clearly indicate the nature of the association. The experience of sub-consultants will not be taken into account while evaluating the corporate experience of the consultant).

Experience in the projects relevant to the assignment should be submitted in the Form No: 1 given on the following link:


Consultant will be selected in accordance with the Consultants’ Qualifications Selection (CQS) method set out in Section III of the Guidelines: Selection and Employment of Consultants under IBRD Loans and IDA Credits & Grants by World Bank Borrowers, January 2011, revised July 2014.


Further information can be obtained at the address below during office hours from 9:00 a.m. to 6:00 p.m. at Georgia’s Innovation & Technology Agency, Mr. Rati Gvelesiani, Procurement Consultant, Cell: +995 591016716.

For more details regarding assignment please download Terms of Reference on the link below:

Expressions of interest shall be submitted in English in a written form to the address below (in person, by mail, or by e-mail) by May 20, 2019, at 14:00 (Georgian local time).


Georgia’s Innovation & Technology Agency

7, Innovation str. 0114, TechPark, Okrokana, Tbilisi, Georgia

Cell: +995 591016716

E-mail to:

Please indicate the Assignment’s Reference Number in the email subject line